Media Planning and outdoor specialist Concord have brokered deals
with four media owners to create one of the largest airport advertising
campaigns ever devised.
The pounds 3 million campaign for online travel service Expedia.co.uk
will run for a year at Heathrow and aims to dominate the airport’s
terminals and transport links. It will, however, have to compete with an
upcoming campaign for Vodafone, which also aims to make a splash at the
The media mix for the Expedia campaign includes Sky Sites’ Site 15, the
most sought-after poster spot at Heathrow, which is visible when driving
to terminals one,two and three.
Other elements of Sky Sites’ portfolio to be used in the campaign
include a massive trolley ad burst and the branding of the baggage
carousels - never before permitted by airport authority BAA.
In addition, Concord and Media Planning have negotiated a deal with TDI
to take a number of poster sites at the airport’s two Piccadilly Line
The push will also make use of Freecards’ postcards on the Heathrow
Express and ads will appear on the Heathrow Express’s in-train TV, which
is sold by Premier TV.
The upcoming Vodafone campaign at Heathrow is being planned and bought
by OMD and Poster Publicity.
It will involve branding Heathrow Express carriages.